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Plea made to keep football tradition alive with clubs starting to take notice

A plea has been made to keep the football tradition of matchday programmes alive with clubs starting to take notice.

Over recent seasons, a growing list of clubs started to phase out matchday programmes, a number of reasons given, but now following fresh calls, they are being brought back.

Gillingham are the latest club to do just that, while Shrewsbury recently caused quite the reaction on social media when saying they would instead turn to a digital version.

Gillingham said earlier this month: “You asked. We listened.

“We thank you for your continued support of the printed match programme. You brilliantly rose to the occasion to give it your backing in 2025/26, and we are delighted to announce a printed edition will remain in place for the new season.

“With the help of Stuart Lewis, Pier Paper, designer Paul Turvey and our dedicated editorial team, we were able to put together a fantastic product last season and we appreciate the support you have shown which has enabled us to carry on.

“A pre-season edition will be available covering both of our upcoming friendlies against Charlton and Millwall.”

In May 2025, Gillingham’s managing director Joe Comper, said: “I shared that we would discontinue our printed matchday programme, as it was no longer profitable due to steadily declining sales and a rise in production costs.

“We knew the decision would be unpopular, but I felt we were making a responsible business decision.

“We pride ourselves on listening to supporter feedback and it is always our intention to work together with you.

“One such Gills fan is Stuart Lewis who, when not sat in the Gordon Road Stand on a matchday, is a Lithographic Print Management Specialist.

“It is Stuart who illuminated a pathway for us to a reimagined programme.

“After a multitude of phone calls and messages, and a bit of calculator bashing, I am delighted to share that, through Stuart’s connections, advice and patience, we are going to continue printing a matchday programme for the 2025/26 Season with our new partner, Pier Paper.”

This will continue for the 2026/27 season, with Stuart Lewis saying, as per Kent Online: “I’m absolutely delighted to be working again with the club this season.

“As always, the Gills supporters were magnificent in supporting the matchday programme and long may that continue.

“Our success story hasn’t gone unnoticed, and I have spoken with five other clubs in recent weeks about overseeing their publications.”

On the decision to carry on with a print edition, Gillingham said: “We appreciate how much the publication means to our supporters and our team behind the scenes are working really hard to ensure that our new editions are must-haves in their collection!”

Whether it’s to have as a memento, something to read before, during or after matches, or to add to their collection, it seems there is still a huge love for the matchday programme.

The sad thing is, clubs are struggling for a number of reasons, including the cost to make them, and fans seemingly put off from buying them.

Fans however have responded to Shrewsbury as to how they can make it cheaper. See the article below…

Shrewsbury make controversial decision from 2026/27 season that leaves fans saddened

Here’s the social media reaction, as a plea made to keep the football tradition alive with clubs starting to take notice…

@StuartLewis66: Unfortunately there’s still a plethora of bone idle football clubs around who can’t be arsed to produce a matchday programme. Nothing to do with finances and everything to do with laziness, thankfully #Gills are still doing things properly and honouring history and tradition. 💙

@gray_nige: Superb news 🙌 And big thanx to @StuartLewis66 for your excellent contribution to make this happen 👍

@CheetsS18: Controversial opinion: I’d rather spend £3.50 on a football programme that will last me through match day or possibly longer and that I can keep forever than £7 on a pint that lasts 10 minutes before I piss it away.

@RaddReynolds: Personally, I was never into programmes, was always a pain to carry and often ended up losing them in the pub after the game! Paper tickets on the other hand… I have a shoe box filled with all of my old match tickets from the away days.. So many great memories!

@LeeJWellens: Football programmes are my earliest memory, remember going through turnstiles at Maine Road at age of 8 for my 1st ever game and hearing the seller shout “programmes” bought my 1st for 50p and it’s part of my match day experience ever since

@geejonnie: Total agree. It is the best way to show you went to the match. Also reminds you of all the great players you’ve seen play

@steveyroyal: 100% behind this. We’ve not had a programme for years at Reading – I used to buy one every game without fail. It’s part of the matchday experience.

@steverevison: I couldn’t agree more, I treasure the programme from the first game I went to. Really hope imaginative solutions emerge to save this tradition & part of the match-day ritual.

@robtheobserver1: I have recently just spent a week reorganising my programmes and storing them in shoeboxes in my loft – 30+ seasons of games watched or were involved with as a match official, from international matches to local youth leagues and everything in between!

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